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prAna Senior eCommerce Manager

100005P1 Requisition #
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Overview of prAna:

From the first days designing clothing in a garage, prAna’s initial vision to connect yoga and climbing to mindful living has captivated thousands. It’s ensured that prAna clothing and gear are made with intention - that every detail from trim and linings to hangtags is carefully designed to enhance our lives today while still considering the needs of tomorrow. Since 1992, this vision has been at the root of prAna’s relationships with customers and retailers. And, it has helped the company to foster a community of active, free spirited customers that share its values.


Today, the brand has evolved beyond our rock climbing and yoga roots to include lifestyle and performance clothing. The clothing is designed at prAna with style and versatility in mind. prAna is deeply committed to mitigating the impact they have on the environment in manufacturing and selling its clothing and that all products are made in safe and fair working conditions.


Each year, prAna welcomes increasingly more people to the prAna way of life through a multi-channel strategy including their own branded stores, a fast-growing direct ecommerce business, catalogs and an established wholesale distribution of over 1,400 retailers across the US, Canada, and Europe.


prAna was acquired by Columbia Sportswear Company (CSC) in June, 2014 and is part of the family of brands in the CSC portfolio, including Columbia, Mountain Hardwear and Sorel. prAna is headquartered in Carlsbad, California and operates as a wholly owned subsidiary of Columbia Sportswear Company.

Overview of the Position:

The Sr. Manager, eCommerce is responsible for the development and execution of the eCommerce Business Strategy. The Sr. Manager, eCommerce will have a deep understanding of the prAna customer translating their desires into a relevant online shopping experience.  This position leads and manages the site operations team to deliver successful implementation of web site releases and content updates for prana.com, including day to day business updates and promotional launches, new technology and site initiatives, and conducting on site.  The Sr. Manager, eCommerce is a key leader within a highly collaborative, cross-functional team of merchandisers, creatives, planners and developers and is focused on delivering a top-tier customer journey leading to greater on-site revenue, conversion and engagement. 


This position is ultimately repsonsible for the customer journey on the website and making sure that site content is up-to-date, on-calendar and guided by KPI-based decisions around content and development level of effort (LOE) vs ROI.  This person is the ‘go to’ subject matter expert on all things site operations, content management and platform administration capabilities.  He/she is able to elevate and translate technical concepts and translate them into executive level insights and action items for the other functional leaders of the brand.

Essential Functions:
  1. Managing Product Launches and Site Updates
  • Develop comprehensive eCommerce strategy focused on driving KPI’s and align teams for execution.
  • Manage and lead the on-time, accurate implementation of daily and seasonal website releases by interfacing with cross-functional teams.
  • Lead site update planning meetings with Web Development, Creative and Merchandising teams, focused on regularly occuring improvements and upgrades in line with the seasonal messaging calendar and business goals.  This includes both tactical updates related to content and campaigns as well as strategic updates around features, functions and flow improvements.
  • Own the successful execution of product launches by partnering with Merchandising, Creative, IT, Inventory Management, and Digital Marketing teams on planning, timing and execution of seasonal product launches. 
  • Inform and help guide the direct to consumer working group to help establish on-site experiences around promotional periods, holiday and buyer’s guides, and efforts that can work across departments to enhance the overall customer journey as they interact with the brand in varying channels.
  • Collaborate with planning and merchandising teams to define channel needs.
  • Manage strategy and tactics related to special online events and promos.
  • Manage calendars and integrate calendars into a master rollup schedule across functional competencies and departments.
  • Provide second level testing, quality assurance and signoff for all site functionality and content updates.
  • Participate in usability testing to balance business goals and objectives with customer experience.
  1. Site Performance & Real-Time Optimization
  • Optimize site performance to meet sales goals; develop plans and targeted strategies to enhance prAna.com to drive sales (e.g. functionality, brand differentiation, and merchandising).
  • Lead real-time optimization of prAna.com; monitor daily and weekly site performance; oversee team whom enables/disables/sorts products based on availability and other performance metrics; facilitate weekly planning meetings with Creative and IT to leverage data and optimize performance of the site content and functionality weekly.
  • Develop an A/B site testing program; create and manage A/B testing plan and calendar; write business goals, hypotheses and technical requirements for all tests; work with IT, UX and Creative to plan and implement site tests; make the call on winning versions and communicate results and outcomes internally.
  • Manage third party vendor relationships, leveraging existing tools to optimize site performance and sales including product reccomendations, site merchandising, search, and ratings and reviews.
  • Partner with Senior Manager, Digital Marketing to collaborate on digital marketing efforts off the site (e.g. SEM, SEO, display and affiliate programs).
  1. Reporting & Analytics
  • Manage all aspects of web analytics related to eCommerce and communicate relevant information to team members, executives and cross functional partners.
  • Work with Web Analyst to modify sales budget and forecast based on trending performance on a daily, weekly, monthly and annual basis.
  • Monitor and partner with Digital Marketing to improve key drivers influencing online sales: traffic, average order value, site speed and conversion rate.
  • Compile and assess site performance reports monthly and quarterly to gain strategic insights and develop recommendations to improve performance of the eCommerce channel.
  • Collaborate with Web Analyst and regularly prepare/disseminate reports on site performance, optimizations and course corrections.
  • Utilize data to undersatnd customer behavior and generate ideas for improving engagement and customer satisfaction.
  1. Global
  • Manage third party global business via Borderfree, consistently meeting and reviewing performance, ideating on ways to further improve and grow the global business.
  • Consistently monitor global site performance and ensure site updates are relevant for the non-US markets.
  • Partner with Borderfree to ideate on new site optimizations and share out marketing concepts with Digital Marketing team to continue to drive revenue.
  • Ensure all GDPR related activities are adhered to.
  1. Leadership, People Management, and Communication
  2. Lead a team of 3+ team members.
  3. Prepare and oversee annual goals and department budget.
  4. Keep teams informed.
  5. Hire and develop team members.
  6. Prepare and conduct performance assessments and pay reviews.
  7. Ensure effective processes and procedures with clear roles and responsibilities within and across the team.
  1. Site Administration
  • Oversee propagation of product matrix by site operations team (products, attributes, categories, collections, outfits, mix and match) alongside the merchandising and planning teams.
  • Manage the cross-functional content team to oversee development of product copy, ensure product photos and videos are ready and complete, establish price rules for pricing groups (Influencer groups); promotion codes and discounts; promotion/contest pages.
  • Assess and address regular site issues and resolve or escalate to Web Development team and eCommerce Project Manager.

Performs other duties as assigned.

Minimum Job Qualifications:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.  The requirements listed below are representative of the knowledge, skill and/or ability required. 


Education and Experience Requirements:
  • 5+ years experience with eCommerce with progressive levels of responsibility
  • 3+ years experience managing a consumer-facing website and online marketing with focus on consumer experience and ROI contributions
  • 5+ years managing digital vendors, budgeting, expense management and planning
  • Proven experience building teams and establishing team culture to create fun, engaging and high performance employees
  • Attention to detail and accuracy for project execution. Ability to manage and prioritize against aggressive deadlines
  • Bachelor’s degree in relevant field preferred
  • Ability to operate with a customer-focused approach to business practices

Technical Skills and Experience:

  • Strong knowledge and understanding of the roles and limits of web technologies
  • Experience with responsive websites
  • Proficiency in Google Analytics or similar metrics-measurement platform(s)
  • Understanding of basic UX drivers
  • Familiarity with A/B/n testing including program development and performance measurement; experience with Optimizely a plus
  • Strong project management skills; experience with web-based project management tools such as Teamwork and Basecamp are a plus


Key Competencies:

Results-driven, goal-oriented: Ability to plan goals and maintain responsibility across a wide range of projects including those contributing to top and bottom line revenue for a dynamic, fast-moving business.  Must feel comfortable leading with passion whilst maintaining revenue-based performance goals.

Self-Directed/Self-Reliant: Ability to take action and responsibility for personal success and failure; influences events and achieves specific goals; works in an independent manner to accomplish goals; initiates actions and works effectively with little supervision, direction or precedent; proactive.

Team/Project Leadership: An ability to guide or direct others toward a specific goal or end; resolves issues and increases employee performance and productivity; challenges the process by searching for opportunities to change, grow, innovate and improve the company; enables others to act by fostering collaboration and promoting cooperative goals; inspires shared vision and demonstrates core prAna values; encourages the heart by recognizing individual and team contributions and accomplishments; inspires others and builds motivated, high-performing teams.

  • Relationship Management—Ability to consult and provide advice; to facilitate discussion and resolve conflict; to develop relationships with key project stakeholders; to recognize and deal with diversity; to establish trust, credibility and respect; and to be willing to give more than to receive.
  • Organization and Planning: Ability to set priorities, facilitate the creation of work plans, coordinate resources; establishes follow up systems and feedback mechanisms to monitor projects and goals.

Creative Problem Solving: Ability to gather data, analyze options, implement solutions and follow through on results; looks beyond established methods of doing things and comes up with new approaches and creative solutions; sees beyond limitations and creates new options.

Decision Making and Judgment: Ability to make decisions by gathering data, analyzing multiple options and conferring with appropriate people; uses good judgment in arriving at decisions; strong quantitative skills, excellent critical thinking.

Managing Multiple Priorities: Ability to simultaneously manage and oversee a number of different projects to completion; ability to work in a rapid pace environment with multiple and shifting priorities.

Teamwork/Collaboration: Ability to build and maintain ongoing inter- and intra- departmental working relationships; willingly assists others; focuses on team goals; collaborates across multiple areas of the company; ability to build and maintain business relationships with stakeholders and sponsors.

Communication: Ability to produce clear status reports (clear writing and verbal skills), communicate tactfully and candidly, simplify jargon, make clients aware of all issues, be an excellent listener.

Flexibility: Ability to adapt to a variety of internal and external circumstances; adapts to changing priorities.

Resilience: Ability to persist and maintain a positive attitude and performance when faced with pressure, opposition, differing opinions or changing issues and variables; energized by tough challenges; not afraid to make unpopular decisions, take tough action and challenge the status quo.

Ability to appreciate and understand the prAna culture and successfully integrate his/her management style and personal leadership into that culture; ability to operate in the spirit of SEVA (service) in how we treat our customers and each other.

Attention to Detail: Ability to pay close attention to the details of a document/project; demonstrates a thorough approach to tasks.

  • Excellent organizational, planning, problem-solving and interpersonal skills.
  • Physical Requirements:

Employee must be able to perform essential functions of position with or without reasonable accommodations.


Environment is a typical office setting.

  • Must be able to talk; express or exchange ideas by means of the spoken word; those activities where detailed or important spoken instructions or information must be conveyed to others accurately, loudly or quickly (by phone or in person)
  • Must be able to hear; perceiving the nature of sounds at normal speaking levels with or without correction, and having the ability to receive detailed information through oral communication, and making fine discriminations in sound
  • Must have close visual acuity to view a computer screen; prepare and analyze data and information; transcribe information; and read
  • Crouching: Bending the body downward and forward by bending leg and spine
  • Reaching: Extending hand(s) and arm(s) in any direction
  • Walking: Moving about on foot to accomplish tasks, particularly for long distances or moving from one site to another
  • Lifting: Raising objects from a lower to higher position or moving objects horizontally from position-to-position
  • Grasping: Applying pressure to an object with the fingers and palm
  • Stooping: Bending body downward and forward by bending spine at the waist

Employee Conduct:

It is the responsibility of every employee to contribute to a positive work environment through cooperative and professional interactions with co-workers, customers and vendors.



This job description is not meant to be an all-inclusive list of duties and responsibilities, but constitutes a general definition of the position's scope and function in the company. 


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